LCP White Papers
These white papers explore topics salient to our strategic marketing projects. To write them, we used knowledge from marketing executive interviews, secondary consumer research, and insights uncovered through client engagements.
The Forgotten Three Ps of Marketing | October 2011
Of the four Ps of Marketing, the flashy and sexy Promotion ‘P’ usually takes center stage. However, the other three Ps – Product, Place and Price – are equally vital to success in the marketplace. In order to best drive demand, marketing must harness all four Ps in concert, synergistically. In this white paper, we analyze each of the famous four Ps and explain why they must work together to succeed.
Choosing Success: Navigating Strategic Choices to Focus Your Marketing | June 2011
When you make conscious, intelligent choices in your business, you empower yourself and your employees to clearly focus on the activities and resources necessary to achieve your goals. In this white paper, we discuss four key strategic decisions that set the stage for your future success, and we analyze companies and products that have failed or succeeded on the basis of these decisions.
Delighting Your Customer Through Smart Products | September 2010
The marketplace has switched from providing dumb products to smart ones, which have a built-in intelligence allowing them to respond and change according to the customer's usage. In this white paper, we analyze this new paradigm and provide examples and key steps to providing smarter products.
Evolving to Win in Post-Recession's New Normal | March 2010
Consumer behavior has been dramatically impacted by the recent financial crisis. In this white paper, we share insights into changes in consumption and how to position your product to earn the right to win in the post-recession marketplace.
Riding the Tsunami: Harnessing the Power of Social Media | March 2010
Increasingly, a variety of consumers – not just techies and young people – find social media compelling. In this white paper, we discuss the underlying reasons for this attraction and plot out best practices for engaging with consumers in this new marketing landscape.
Online Resources
Aaker’s Brand Identity Planning Model
David Aaker, world-renowned marketing professor at UC Berkeley, developed this brand identity planning model to help marketers clarify, enrich and differentiate a brand.
BCG’s Growth and Share Matrix
Boston Consulting Group’s product portfolio method is an extremely useful tool in helping business leaders prioritize and manage their products’ life cycles to ensure long-term value creation.
Porter’s Five Forces Framework
Business strategy thought leader Michael Porter developed this framework for evaluating a market’s attractiveness. The tool helps managers understand the strength of their current market position, and the strength of a position they are considering moving into.
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